(8 pages of text)
The owner and president of a craft brewery and restaurant had just finished reviewing the company’s mid-year results, which revealed some operational capacity issues and a limited marketing budget. As a result, the owner wanted to focus on each of the company’s product lines and their contribution to the business to determine how to allocate marketing costs. Alternatively, with the company’s continued growth, the owner wondered whether the brewery would be better off investing in expansion to increase its current and long-term brewing capacity.
Students are introduced to many facets of a marketing framework and must create a strategic marketing plan for the brewery's multiple brands. Students are asked to complete the following assessment activities:
- Perform a business size-up of the brewery.
- Perform an industry and competitive analysis and draw implications from this analysis.
- Analyze the brewery's current brand portfolio – specifically each of its products, their placement, their promotion, and their selling price.
- Determine what brands to promote, why, and how to promote them.
- Decide whether to invest in expansion.
Canada, Medium, 2014
$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download